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French luxury fashion brand Balmain has teamed up with U.K. broadcaster Channel 4 to create short-form drama series.

Sep 01 2021

French luxury fashion brand Balmain has teamed up with U.K. broadcaster Channel 4 to create short-form drama series. Starring familiar faces from 13 Reasons WhySkate Kitchen, and Riverdale, the new show, Fracture, represents Channel 4’s first branded content series and is set to launch September 2, coinciding with London Fashion Week. Branded shows are on the rise as young consumers move away from traditional TV and deeper into the era of streaming. In fact, video-on-demand services raked in $14 billion across 28 European countries in 2020 (compared to just $468 million a decade ago), according to the European Audiovisual Observatory. Meanwhile, the vast majority of young European consumers are watching shows via non-traditional platforms, including streaming services and social media. Catering to this new age of viewing, Fracture will be available via Channel 4’s YouTube channel as well as on a website created for the show. (Trend Hunter)